• by Erik Sass  @eriksass1, October 11, 2013

BrandVoice, Forbes Media’s pioneering native advertising product, will contribute around 20% of the company’s total advertising revenues in 2013, according to an update from Forbes on the third anniversary of the service.

And BrandVoice is growing fast: Forbes expects that proportion to increase to 30% next year.

In its first three years, BrandVoice, which allows advertisers to create custom online content that is then prominently displayed on the Forbes site and mobile channels, has attracted over 30 big advertisers, including NetApp, SAP, Xerox EY, and Cartier -- and some clients are complementing their online content with print advertising buys.

Forbes pointed to the success of NetApp’s BrandVoice campaign, which has generated 2.4 million page views from 1.7 million unique visitors, according to the company’s own analytics. The publisher plans to launch a dozen new advertising clients on BrandVoice by the end of this year. The native advertising service is also generating new business in related areas like events and research, according to Forbes Media president and CEO Mike Perlis.

Overall, digital advertising revenues now contribute 53% of total advertising revenues for Forbes, edging out print. Total advertising revenues for the year to date are up 27% compared to the same period in 2012. Previously, Forbes said digital revenues are also growing thanks to bigger, more interactive ad formats, including IAB-blessed ‘Rising Star’ units, and its embrace of programmatic selling, making online inventory available for public bidding on the company’s own ad exchange, the Forbes Audience Network.

Like other publishers, Forbes is counting on digital advertising growth to offset print advertising declines. According to the Publishers Information Bureau, total ad pages in Forbes’ print magazine declined 12.3% from 1,192 in the first nine months of 2012 to 1,045 in the same period in 2013 .